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本文先对移动互联网、客户关系管理、“会员+”等相关概念进行
了整理和界定。分析移动互联网时代下建发国际旅行社集团客户关系
管理的内外部环境,以建发国旅115位员工作为调查对象,从管理客
户关系、与客户沟通情况、客户流失原因和客户关系管理改进空间等
方面进行问卷调查,对调查数据进行分析,总结建发国旅客户关系管
理存在客户管理方式较为简单不够互联网化、员工在客户关系管理培
训较少等问题。通过对旅游业领导、同事等其他从业人员的访谈和笔
者在旅游行业工作多年的观察,对建发国旅在移动互联网环境下面临
的挑战进行总结。其次,通过对安利、掌旅通、中国移动与浦发银行
的合作、上海铁路国际旅游集团四个不同类型的会员制俱乐部案例的
分析,对各类会员俱乐部的建设模式和特点进行分析和总结。最后,
提出建发国际旅行社的“会员+”战略构想及实施方法,先提出会员
体系构建的整体规划,然后以STP理论为依据,用笔者提出的“经
纬定位法”对市场进行细分,针对不同细分人群构建不同的会员俱乐
IV
移动互联网时代建发国旅“会员+”战略构想与实施
部。借鉴直销行业“让消费者成为你的销售者”理念,建立分销性会
员俱乐部,与金融机构合作的金融属性的理财类会员俱乐部等“会员
+”战略的三种不同类型俱乐部,阐述各俱乐部的战略定位及目标,
各俱乐部的功能和模块。进而针对提出的战略构想和规划进行战略实
施布局
本文以厦门建发国际旅行社作为传统旅行社的代表,对其在移动
互联网时代下的传统旅行社客户关系管理现状和存在的问题进行分
析,提出“会员+”战略构想和实施,希望本文所做的研宄对传统旅
行社在移动互联网时代下提高客户关系管理水平有借鉴意义
关键词:移动互联网,建发国际旅行社集团,“会员+”战略,客
户关系管理
V
ABSTRACT
ABSTRACT
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As one of the pillar industries of tourism, the prosperity of the
tourism industry is inseparable from the development of travel agencies.
In the customer-centered era, the management of customer relationship
has an important influence on the operation and development of travel
agencies. The emergence of the mobile Internet, the rise of OTA and other
online travel platform, presents a great challenge to the traditional travel
agency business model. To explore new customer relationship
management model in the mobile Internet era is of great significance for
enhancing the core competitive advantages of the traditional travel
agencies.
Firstly, this paper defines and arranges the mobile Internet, STP
theory, customer relationship management, member plus and other
related concepts. Then, it analyses the internal and external environment
of customer relationship management in C&D International Travel
Service in the mobile Internet era. Through survey questionnaires about
the customer relationship management, communication with customers,
the reasons of customer drains, the room for improving customer
relationship management and other aspects filled out by 115 employees
and with the help of Excel, the author analyses the survey data and
VI
移动互联网时代建发国旅“会员+”战略构想与实施
summarize the current situation of C&D International Travel Service in
customer relationship management. Also, through the interviews of the
tourism industry leaders, colleagues and other personnel and the author&39;s
observations during working in the tourism industry for many years, the
challenges of C&D International Travel Service in the face of the mobile
Internet environment challenges are summarized.
Secondly, through the analysis of cases of three different types of
membership club cooperated with Aniway, Zhanglvtong, China Mobile,
and Shanghai Pudong Development Bank, Shanghai Railway
International Tourism Group, the modes and the characteristics of
construction in various member clubs are analyzed and summed up.
Finally, this paper proposes the member plus strategic conception
and implementation methods of C&D International Travel Service. After
making the overall planning of the construction of membership and then
based on the STP theory, the author puts forward the Latitude and
longitude Investment Law to specify the market and establishes different
member clubs aimed to different groups of people. Learning from the
concept let the customers become your sellersof direct selling industry,
the author suggests to establish three different kinds of member plus
strategic clubs such as member clubs like distributions and money
managing clubs cooperated with financial institutions and the other one,
VII
ABSTRACT
thus describes the strategic positioning, objectives, functions and modules
of the club, finally puts forward the overall strategic implementations of
the proposed strategic vision and planning.
This paper uses Xiamen C&D International Travel Service as the
representative of the traditional travel agencies, analyses the customer
relationship management status and the existing problems in the mobile
international era, thus put forward the strategic vision and the implement
of member plus. The writer hopes that the research made in this paper
has the referential significance on traditional travel agencies for
improving the customer relationship management in the mobile Internet
era.
KEY WORDS: Mobile Internet, the C&D Travel, Member +Strategy,
Customer Relationship Management
VIII
移动互联网时代建发国旅“会员+”战略构想与实施
1绪论
1.1选题背景
1.1.1旅游业的大发展
随着人民生活水平的提高和旅游行业的发展,旅游消费已经走向大众,成为
全民的选择,现己步入大众旅游时代
2015年,中国旅游
。。。以上简介无排版格式，详细内容请下载查看
